Apple announced iOS17 and all the fun that comes a long with it. The one feature that I want to discuss today is LTP.
What is LTP?
Link Tracking Protection will remove all parameters from the URL that identify a user.
So if you have a URL with campaignID you're ok.
A URL that also adds a clickID is not.
The link will still work but it will have the clickID stripped.
This is for all user specific tracking parameters, not only clickID.
Before:
https://mytestsite.com/ad_engage?click_id=YG586KGE9kh35&campaign_id=26
After:
https://mytestsite.com/ad_engage?campaign_id=26
LTP will be automatically enabled from Mail, Messenger, and Safari.
Why do we care?
Because Apple Mail is about 58% of the market share.
Not only that in the USA messenger has a significant market share (16% as of 2020) that is going up every year. And we all know Safari has around 20% worldwide across all platforms (27% Mobile only).
But forget all the data for now.
Remember what happened with iOS14?
Your open rates went to shit.
That's about to happen with attribution too - unless you work on a more privacy focused attribution model.
Ok great, now what?
Here are some of of the steps that I would take to start preparing for the change (Appel usually releases their new iOS in September or October and you'll have a few months before adoption becomes significant):
Understand what share of your users will be affected.
Research Private Click Measurement (Apples tracking solution) and other solutions.
Reconsider your attribution model.
Adopt more privacy focused attribution methods.